PlanetRx.com Selects Gotham to Head Ad Efforts
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Online drugstore PlanetRx.com has dropped Goodby, Silverstein and Partners after a two-month relationship and chosen Gotham as its agency of record for a new branding campaign, with billings estimated at $50 million.
Start-up Internet firms are regularly shifting agencies and strategies as they struggle to compete for consumers' attention in a highly-competitive atmosphere. The online drugstore sector, in particular, is extremely contentious. According to measurement firm AdRelevance, drug and toiletry vendors' spending on online advertising grew more dramatically than any other sector during the July to November time period.
PlanetRx.com says the change in direction was meant to better match the company's marketing objectives.